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The principles of evangelism in marketing

The principles of evangelism in marketing


For many years, marketing efforts have focused on getting customers, even though this is one of the definitions given to it. Still, the market has evolved and is now much more humane than in previous years. It is a market that listens, speaks, sees, feels, and has values. But most importantly, it connects with the brands and their products. This is where we need to create and cultivate community, and one of the ways to do that is through the art of evangelism. If you don't know what I'm talking about, you can read the first post on the subject: The art of evangelism or how to sell your dreams.

Apply Guy's golden touch

The first principle and perhaps the most important is the touch of gold of Guy (Guy's golden touch). But it's nothing like King Midas's touch where everything he touches turns to gold, in this case, Guy only touches anything that's gold. The argument for this is that it is much easier to evangelize a good product than it is to evangelize one that is "garbage." For this reason, it is of the utmost importance to find or create a product that is unique, that makes people happy, and that solves their problems.

Focus on the good news

Kawasaki highlights Steve Jobs as a born evangelist his ability to communicate, captivate and tell stories, allowed him to conquer the hearts of people and break the paradigm in which technology conferences were boring. Jobs focused on conveying all the positive factors of his brand and his products, and how they benefit people. The bad news may come first, but the good news lasts.

Respect your potential customers

Do not think that a marketing strategy and good advertising are enough to get customers. You have to respect the potential client, understanding that he also has values ​​and that he is an intelligent individual. For this reason, it is important that the market has the opportunity not only to get to know your product but also to try it, and in this way have the resources to make the decision. When this happens and the product is good, people adopt it and fall in love with it, but they also become evangelists for it. Think for example of iPhone users.

sow lots of seeds

In marketing and sales, it is very common to target very specific markets, almost sacredly defining its characteristics and imagining the ideal buyer (buyer person) who uses the product in a certain way. But the reality is different, with traditional marketing techniques it is not possible to predict who is going to buy your products, much less how they are going to use them. For this reason, it is important to expose our products and see where they generate "fruits". Surely you will be surprised to find new market niches for your products that you would never have imagined. As a good evangelist, you must sow many seeds in your community, not just in a specific market niche.

"Sow many seeds and let 100 flowers germinate"

Offers an easy and secure first step

This principle is that your product does not represent a big decision for your potential customers. Paradigm changes are not easy and for this reason, it is necessary to ensure that these changes or these first steps are easy and allow progress. Think about the following, not all of us are able to do what Apple did with the iPod, iPhone, and iPad, that is, launch a practically non-existent product that everyone wants to have. In general, our brand or products have competition or a market with a very defined purchasing profile and preferences. This is why our strategy must offer an easy and safe first step. Examples of this are platforms like Buffer, Mailchimp, Canva, or Evernote that offer free plans that allow their potential customers to use their products without greater risk or investment.

Deliver your best speech

This principle has a lot to do with Content Marketing because of the following, the idea is that you present your product in the best way, keep quiet and listen to people. In this way, the market will begin to give you feedback that will allow you to enrich your product. You speak to the market and then you listen to it, and that is where the permanent interaction between brands and their community begins. To do good evangelism you must prepare very well to deliver your best speech and in this way captivate your community, but also, you must prepare to listen to it positively and negatively.

Focus your efforts

The fact that you have a holistic vision of how revolutionary your product is or of the significant changes that it will represent for the history of humanity, does not mean that your market shares that vision and in this way they become customers. People do not make a purchase decision thinking: “I am going to buy the latest iPhone because in this way I will contribute to the advancement of my species using state-of-the-art devices”. People make the choice because they: want to take beautiful photos, communicate with loved ones, feel supported by iCloud backups, listen to their favorite music, or because it makes their job easier.

Bonus: Use social media

Evangelizing in the past was a complex, slow and expensive process. Currently, we have access to social media (Social Media) that in addition to being free, allows us to reach almost anyone in the world; and not just potential customers, both in evangelism and in content marketing we think of community. That is, in all those people who are around our company or products: Clients, potential clients, work team, collaborators, sympathizers, audiences, partners, press, etc.